Bookmaker ad changes could boost sports club sponsorships

Sportsbet
chief executive
Cormac Barry
says sponsorship of individual sporting clubs could be become a more attractive proposition for corporate bookmakers, who will cut down on their advertising after they and television networks agreed to cease the advertising of live odds during sporting matches.

Barry says Sportsbet will change its mixture of advertising to attract customers. “We will look at other things besides television – which I assume will get more expensive, given there will be less slots [for betting advertising] – including Facebook and online.

“I think the sports teams could become more important as well."

He says Sportsbet will have to amend some of its current advertising, including the promoting of live odds on a football chat show broadcast by Fox Sports Australia, but said there would be little change to its existing advertisements during AFL matches.

The television networks recently agreed to changes to advertising, which includes the banning of live odds advertising during sports events. However, bookmakers are still able to advertise generically during breaks in play, at grounds and sponsor clubs.

Research undertaken by The Australian Financial Review shows 10 of the 18 AFL clubs and 12 out of 16 NRL clubs have sponsorship deals with corporate bookmakers including Sportsbet, Sportingbet, Tabcorp’s Luxbet, TattsBet, Betezy and Bet365.

Casinos also sponsor several teams. Crown, for example, sponsors defending NRL champion Melbourne Storm, and Adelaide Casino is a sponsor of both Port Adelaide and the Adelaide Crows.

Sportingbet, which is owned by British giant William Hill, is a premier sponsor of the Brisbane Broncos, while its Centrebet brand sponsors three other teams, including Penrith.